PROPOSED MARKETING STRATEGY FOR MICRO, SMALL AND MEDIUM ENTERPRISE CULINARY BUSINESS (CASE STUDY: PRESTO MALIOBORO)

• Main Author: Rukmi, Laksmita
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/49715
• Institution: Institut Teknologi Bandung

Bandeng Presto (soft-boned milkfish) Malioboro is an MSME culinary business that oftenly called as home industry. This frozen food Indonesian cuisine was established in 2010 and still growing, up to this day with WOM (Words of Mouth) as the main promotion strategy. Somehow the past five years (2015-2019), the business is facing issues in sales. The sales remained stagnant and tended to decrease and had not been able to gain sales. Author analysing Presto Malioboro's external and internal condition. The external analysis includes research of Porter 5 Forces, analysis of the competitors and customer analysis. Meanwhile, the internal analysis involves STP analysis, analysis of resources and current marketing mix. Author obtained preliminary research to get the bigger picture about what attributes that customers preferred when choosing frozen food. The findings then are used to make items on questionnaires. For shopper analysis, author want to have a comprehensive explanation about the consumer behavior, using the Extended Fishbein Model (to compare Presto Malioboro and Presto Juwana attributes) to identify performance, perceived quality and consumer satisfaction. For potential customers, author wants to find out regarding the respondent profile, consumer behavior, considerations when buying frozen Indonesian cuisine and purchase intention. The Extended Fishbein Model is used to determine the IPA analysis and perceptual map for attributes. Thus, the mind-mapping is used to find out the root cause. Author used the SWOT technique to resume the analysis. From data obtained from the analyzes, the TOWS matrix is implemented and there are 6 strategies that can be executed to improve Presto Malioboro performance, that consists of make a business account on social media, utilize social media advertisement, join as a Gojek & Grab merchant and maximizing performance, improve product packaging, develop promotional strategy through social commerce and lastly, improve product differentiation and competitive advantage.